We’re just a few days from Sunday’s big game, and whether you’re spending the rest of those waking hours analyzing defensive performances against common opponents or simply pondering which random box to put your dollar down on in the office football-squares grid, the excitement is in the air and everywhere!
Perhaps some of you took that excitement and, along with that extra $10 million that was sitting in petty cash, put it all toward a 30-second Super Bowl commercial for your business. You won’t see my face or the Magazine Manager logo pop up during a break in this weekend’s football action, but large, lofty advertising campaigns have been on my mind ever since I read this recent MarTech headline:
“Are ChatGPT ads worth NFL-level money?”
Yes, OpenAI is talking about putting ads in the middle of conversations.
“And not just any ads,” writes MarTech’s Constantine von Hoffman. “Super-premium, top-shelf, $60-CPM ads. That’s the pricing territory of live NFL broadcasts, way above Meta’s sub-$20 CPM and miles from your average programmatic placement.”
Obviously, the price of a Super Bowl spot is quite different from one on any other given Sunday, but NFL spots of any sort are considered the gold standard for good ROI-reasons.
Just setting that level of pricing is going to garner attention, and, according to MarTech, OpenAI is supposedly asking advertisers to make a near-$1 million upfront commitment, which will be charged per view (not per click) for free users and those on the $8/month plan.
“Behind this aggressive move is a practical need: compute costs,” writes von Hoffman. “OpenAI expects to burn through at least $9 billion this year, and advertising is one way to offset that fire. But can this intent-rich, conversation-native model really deliver the return marketers expect at this price point?”
Something to consider … perhaps after you’ve crumpled up your football-squares sheet. Or after you’ve been subjected to yet another unsolicited sportsbook line.
At least compared to those efforts, even the loftiest advertising campaigns see some no-luck-required ROI.
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